Leaving aside the questions invade us daily macroeconomic, without permission, the comfortable illusion of security provided by our inevitable self-deceptions optimistic, we can try to focus on what we do or fail to do in our own spheres of control or influence.

If we can afford this “luxury” of concentration, perhaps not so difficult to realize that some of the solutions or attempted solutions we apply to our areas are the basis for continuation or worsening of some of our problems. No doubt, as its name suggests, these attempts are always aimed at solving rationally and are clearly the result of the best intentions of each of us. As Oscar Wilde said the wise: “With the best intentions, we get often the worst effects.”

Although for some this may seem awkward or even a sense be regarded as a particularly pessimistic or negative view of the essence of being human, the fact is that this is something studied and scientifically verified. More than four decades scientists called “Palo Alto” formulated the construct of “attempted solutions” and their importance in solving human problems, based on the results of their research. As Giorgio Nardone said, referring to the work of their teachers, in his book Strategic Problem Solving (2010): “The construct of the attempted solution does not work but if it repeats tends to maintain the persistence of the problem and complicate its operation can be considered one of the most brilliant insights of the last century. “

The famous epistemologist Karl Popper (1972) indicates that in the process of scientific inquiry, one of the steps leading to the discoveries is: Study all attempts at resolution have been carried out. Investigate everything that has not been successful allowing us to focus on the actual dynamics that maintains a problem or conversely, you can change.

To facilitate analysis of the solutions attempted dysfunctional, often not enough to look or wonder which of those that have been implemented so far have not yielded positive results, it is important to consider also those that could be implemented in the future and fails.

The attempted solution concept is a dynamic that is built according to a paradoxical logic: “The more you try to improve, maintain or worsened over my problem.” Therefore, if we apply a traditional logic to remove this vicious circle, it is most likely not work.

The model of Strategic Problem Solving Giorgio Nardone brings us techniques, following a non-ordinary logic, non-traditional, surprisingly effective effects on investment of this type of dynamics. In this case, dysfunctional attempts at resolution, the question to ask ourselves is: “If the situation would worsen rather than improve it, how would you do?”. Clearly, finding that certain attempts at solutions and applications produced the opposite effect than desired, attention should focus on how to avoid this mode of address dysfunctional. On the basis of this new vision can be built, along with obstruction of counterproductive actions, an effective alternative.

This is just one example of how the use of strategies and stratagems of non-ordinary logic can be effective in solving all kinds of seemingly intractable problems. Its effectiveness and efficiency is well established both in the planning and direct intervention in situations requiring a change or enhancement.

If we were not aware of the need for human beings feel a constant search for security, which makes it difficult to recognize the existence of non-ordinary logic at the base of the formation of the problems, we are dedicated to the resolution of problematic situations, in the field of organizations, we would be surprised even more of the resistance of some human resource professionals consider this type of logic in the analysis and definition of strategies for problem solving.

And this is a good example of an “attempted solution” dysfunctional: Considering that all human problems are governed by traditional logic and act accordingly always looking for maximum levels of direct, coherence and consistency among all the causal factors and possible solutions problems, can lead to severe conditions that contribute to complicate what is already present complicated.

In the words of Albert Einstein: “We need a new way of thinking to solve problems caused by the old way of thinking.”

Whether a large enterprise, small government institution or individual capacity, hiring companies provide a variety of interesting services that make them very profitable business.

So, if this business is your interest, take pen and paper and describe the following:

1. Broadly defined as services that offer them: the search for candidates, psychometric test, assessment of prospects, polygraph, socioeconomic studies, engineering, outsourcing, training, etc.

2. Prepare your business plan and a budget considering the costs to provide these services. For example, if you want to provide polygraph testing services should consider the acquisition of equipment and training of your polygraph or outsourcing it.

3. Define your type of work: recruiting office (offline) or via online systems databases.

4. Define your sales strategy. What means of promoting your products or services? How did we get your potential customers? How to recruit the candidates? What will you do better than the competition?

5. Define your marketing strategy. How do you promote your services? Remember that there are various ways with different costs and levels of effectiveness, so you should determine what and how much they will invest initially used in promotional advertising to attract your potential customers. It is also very important to separate your strategy into 2 branches and business model that encompasses both the contractor and the contract.

6. Employer: This should be contacted via telemarketing or personal visits to offer your services portfolio as it is they who are charged for each selected candidate satisfaction.

7. Contractors are recruiting candidates and who will be evaluated for selection which must be captured by various print media, radio, television or the Internet with arguments such as places of employment for engineers, labor lawyers, labor aeronautics.

8. Define what you need infrastructure. If you need to set up an office budget then all your office furniture, computers, telephones, etc… As the dimensions of the space they need and the strategic location of the same which can be a business center or an affluent area in your home, which is very convenient, especially at first.

9. It defines human resources required. From the moment that you offer psychometric testing services, then it will be necessary to hire an industrial psychologist or human resources professional. Also need to consider the services of a secretary, messenger, assistants and of course a sales executive to seek out and attract customers.

10. Defines the fees charged. This is important because when you open your doors, you will have a price list of your services that addresses the different variables and that is competitive.

11. Defines the amount of initial investment. Extremely important because here you will see how much you need for this business and how to get it. If you saved the one hand, you must clearly describe how to complement the capital and how it will be paid and how long.

12. Defines the monthly costs to operate your recruitment business. Here you see everything related to services, salaries, advertising investment, professional fees, outsourced services and everything that you must pay every month and keep running your business.

After gathering all the information you need to start taking steps to legalize your company, acquire the infrastructure, staff and everything you need to open your doors and then begin to attract clients and candidates.

Finally, remember that success in this business like any other lies in good management, conservative use of finance and always maintain a focus on sales.

]]> http://www.sharpastoast.com/human-resources/start-your-business-with-recruitment-company/feed/ 2 http://www.sharpastoast.com/marketing/movie-marketing-the-marketing-of-entertainment/ http://www.sharpastoast.com/marketing/movie-marketing-the-marketing-of-entertainment/#comments Fri, 11 Nov 2011 06:30:21 +0000 admin http://www.sharpastoast.com/?p=1810 Continue reading →]]> Considered one of the most powerful industries today, the entertainment industry has begun to demonstrate its potential with generational changes, economic, social and technological course.

It’s hard to think of an entertainment product without a short-term profit, think about the return of investment that creates instant fame, think of the satisfaction of the audience at the expense of marketing strategies and especially the question that seems to fall outside of this game.

Ethics?, Business?, Does it just marketing strategies?.

Far from following ethical paradigms and human values, the entertainment industry seeks to exploit the needs of the audience given a place in the scale of needs of Maslow. Therefore, the struggle of disposable income by the time the consumer is becoming more aggressive in the industry analysis proposed by Porter, competitors seem to become stronger substitutes due to the variety of sectors that comprise it.

Competition for growing consumer interest reaches higher levels and that is when traditional marketing channels ATL are considered saturated and nontraditional media characterized by creativity, but leave aside the economic effectiveness. As always, the need to create it so that when it seemed that there were new opportunities to spread the message, new media come to the surface, but the message should be more consistent than ever.

According to Lieberman (2007, p27) “The entertainment industry is in second place in most U.S. exports and generates nearly 500 billion dollars globally.” Seconded by Jack Valentia data, chairman of the Motion Picture Association of America (MPAA), is the only U.S. industry that owns surplus and deficit, therefore the content distribution channels are growing stronger despite the restrictions and conflict that exists between producers, distributors and exhibitors given the global economic interests that lie behind each product.

Given the conditions of competition within the film industry, which has increased dramatically since the beginning of 2001, are released each week for four to five films vying for first place, yet the audience is unforgivable when choosing your choice. There are films that are first choice and the other run in the top ten with very little choice but to eventually become the first place.

The marketing of entertainment

There are considerations for marketing to differentiate from other types of entertainment marketing, placing the most important considerations, according to Albert Lieberman:

• Since speed is consumed, no time to do an extensive market test.

• The audience reaction is subjective in relation to the impact on box office results.

• Although there are tools to predict consumer habits based on trends, references in social networks, economic indicators and exploratory research, there is a tool that ensures the success or failure, rather than engage the audience based on the message posted on the advertising.

• With film, every move that indicates a possible failure, it must immediately strike back as the regular life cycle is 3 to 4 weeks effective for exhibition.

• While the marketing of entertainment genre shares the right search with traditional marketing, the production of entertainment content is based on creation, which is why we have the possibility of human failure. Launching a product to market, it is often a balance between creativity and chance.

• It centralizes in selling an experience rather than a product. So you can be the income, the audience must first live the experience to become a blockbuster.

• Like fashion, entertainment and trends based on the industry as the seasons are stable but not the models presented, so to make assumptions about genres that have proven successful in hopes of repeating that success is unlikely and risky.

• Technology plays an important factor in the category of content distribution.

• New generations have shown they have the power to define success and failure of new film products, as well as once thought forgotten genres, such as musical and terror.

As mentioned above, it is necessary to consider each of these factors impact on every entertainment product. Above and beyond all this, is the biggest challenge facing every pitch and every promotion: competition with all other types of entertainment.

Fantastic Four: the four C’s of entertainment

Now, to define an analysis of entertainment product should be taken into account that a product of entertainment:

“Has some attributes in common with other products and services in other industries, particularly in terms of brands. Licensing, merchandising, sponsorship, all, all these activities occur in other industries. However, entertainment has some distinctive properties that affect the use and distribution of a brand “(Lieberman, 2007).

Given this parameter, it states that there are four rules that define the structure that defines the entertainment industry: content, channel, consumption, and convergence.

1 .- Content

It is the soul of the entertainment product that truly define a formula that could result in success or failure. Although the original content is thinking of a specific target (Latino community, adolescents, children, etc.) does not mean that the target will accept it. The content must create a connection that translates into an experience through the development of a creative idea that results in an experience, the talent to create, develop and operate an idea, the support and use of technology to help complete production and perish ability of the product.

If the content is not original, it is common to come from: a license that must be regionalized or a remake that should be adapted to a new generation. Often, the first shows reality lives that seek to be adapted to new markets, for example for Latin American Idol television industry, and the second seeks to be adapted to new targets, as might be the remake of “Fame” in the industry filmmaking. But, again, the brand will mean little if the content is not adapted to the experience for the audience.

2 .- Channel

Refers to the distribution of entertainment product, and given the diversity of technology that surrounds the target, there are two elements that are part of the delivery process: where and how. For example, the digital transmission of a TV show like “CSI” 5 via the website of the CBS6, the channel is CBS while the “CSI” is the consumable.

The 2010 consumers have at their disposal a vast array of choices and mean by which to access content, with the band ancha7 the main transmitter of the signal, after television and film. Likewise, satellite, cable, DVR and video on demand continue to grow by leaps and bounds seeking insight into Latin American markets.

3 .- Consumption

The finished product as such, at this stage comes the process of marketing and advertising content viewed from a different perspective to the distribution (channel). Experts in the two areas mentioned above managed to breathe life into licensing and merchandising models if the content allows. Consumption can range from buying a ticket to see “Iron Man 2″ to the acquisition of a magazine with Robert Downey Jr. on the cover or an action figure obtained in the Happy Meal from Mc Donald. That is, consumption involves the action to exploit all tangible and intangible characteristics of the product. However, strategies to consume the content must be moderated to avoid falling into saturation.

4 .- Convergence

It is the point where the content and consumption converge in a digital format. Complementing the channel, the convergence not only seeks to distribute content via online or through mobile platforms, but is intended to distribute content to be consumed through the formats mentioned above. A clear example of this is iTunes or downloading services for mobile content of a specific entertainment product.

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Moreover, from the web site you will be able to find information about the gold price, so that you can monitor and control your investment in the web site. So, what are you waiting for now? Join the web site and buy gold bullion to start your investment.

It’s hard to think of an entertainment product with a utility in the short term, think of the return on investment that generates instant fame, think of the satisfaction of the audience at the expense of marketing strategies and above all the question that appears to be outside of this game

“Ethics?, Business?,” Simply marketing strategies?.

Far from following paradigms ethical and human values, the entertainment industry seeks to exploit the needs of the audience considering a place in the scale of Maslow needs. Therefore, the struggle of disposable income by the time the consumer is becoming more aggressive in the industry analysis proposed by Porter, competitors seem to become stronger substitutes because of the variety of sectors within it.

Competition for growing consumer interest reaches higher levels and when the traditional marketing channels ATL were considered saturated and nontraditional media characterized by creativity, but leave aside the economic effectiveness. As always, the need to create it so that when it seemed that there were no new areas to spread the message, new media come to the surface, but the message should be more consistent than ever.

According to Lieberman (2007, p27) “The entertainment industry is in second place in most U.S. exports and generates nearly 500 billion dollars worldwide.” Valenti4 data seconded by Jack, president of the Motion Picture Association of America (MPAA), is the only U.S. industry that has a surplus and no deficit, therefore the content distribution channels are growing stronger despite the restrictions and conflict that exists between producers, distributors and exhibitors given global economic interests that lie behind each product.

Given the conditions of competition within the film industry, which has increased dramatically since the beginning of 2001, each week are released four to five movies that are fighting for first place, yet the audience is unforgivable when choosing your choice. There are films that are first choice and the other run in the top ten with very little choice but to eventually become the first place.

Entertainment marketing

There are considerations that are necessary to differentiate the marketing of other types of entertainment marketing, placing the most important considerations according to Albert Lieberman

• Since speed is consumed, no time to do extensive market testing.

• The audience reaction is subjective in relation to the impact on box office results.

• Although there are tools to predict consumer behavior based on trends, references in social networks, economic indicators and exploratory research, a tool ensures the success or failure, rather than attracts audiences based on the message posted on the advertising.

• With films, every move that indicates a possible failure should counterattack immediately since the regular life cycle is 3 to 4 weeks effective for film exhibition.

• While the marketing of entertainment genre shares the right to search traditional marketing, production of entertainment content was based on the creation, which is why we have the possibility of human failure. Launching a product to market, it is often a balance between creativity and chance.

• is centralized in selling an experience rather than a product. So you can be the income, the audience must first have the experience to become a blockbuster.

• Like fashion, entertainment is based on trends and the industry as the seasons are stable but not the models, so making assumptions about film genres that have proven successful in hopes of repeating that success is unlikely and risky.

• Technology plays an important factor in the category of content distribution.

• The new generations have shown they have the power to define success and failure of new film products, as well as the genres that were thought forgotten, such as musical and terror.

As mentioned above, it is necessary to consider each of these factors impact on each entertainment product. Beyond all this, is the biggest challenge facing every pitch and every promotion: competition with all other types of entertainment.

Fantastic Four: The four C’s of entertainment

Now, to define the analysis of an entertainment product should be taken into account that a by product of entertainment:

“Has some attributes in common with other products and services in other industries, particularly in terms of brand. Licensing, merchandising, sponsorship, all, all these activities occur in other industries. However, entertainment has some distinctive properties that affect the use and distribution of a mark “(Lieberman, 2007).

Since this parameter is established that there are four rules that define the structure that defines the entertainment industry: content, channel, consumer and convergence.

1 .- Content

It is the soul of the entertainment product that truly define a formula that could result in a success or failure. While original content is thinking of a specific target (Latino adolescents, children, etc) does not mean that the target will accept. The content must create a connection that translates into an experience through the development of a creative idea that translates into an experience, the talent to create, develop and operate an idea, the support and use of technology to help complete the production and the perishable nature of the product.

If the content is not original, it is common to come from: a license to be regionalized or a remake that has to adapt to a new generation. Often, the first falls on reailty shows that seek to be adapted to new markets, such as Latin American Idol for the television industry, and the second seeks to be adapted to new targets, as would be the remake of “Fame” in the industry film. However, once again, the brand will mean little if the content is not suited to the searching experience the audience.

2 .- Canal

Refers to the distribution of entertainment product, and given the technological diversity that surrounds the target, there are two elements that are part of the delivery process: where and how. For example, the digital transmission of a TV show like “CSI” 5 through the website of the CBS6, the channel is CBS, while the “CSI” is the consumable.

In 2010, consumers have at their disposal a vast array of choices and means which can access the content, the band being ancha7 the main transmitter of the signal, after television and film. Similarly, satellite, cable, DVR and video on demand continue to grow rapidly seeking insight into Latino markets.

3 .- Consumption

The finished product as such, at this stage comes the process of marketing and advertising content viewed from a different angle distribution (channel). Experts in the two areas mentioned above managed to breathe life into models of licensing and merchandising if the content allows. Consumption can range from buying a ticket to see “Iron Man 2″ through the acquisition of a magazine with Robert Downey Jr. on the cover or an action figure obtained in the McDonalds Happy Meal. That is, consumption involves action to exploit all of the tangible and intangible product. However, strategies to consume the content should be moderated to avoid falling into saturation.

4 .- Convergence

Is where the content and consumption converge in a digital format. To complement the channel, convergence is not only seeks to distribute content via online or through mobile platforms, but rather to distribute content to be consumed by receiving the above formats. A clear example of this is iTunes or downloading services for mobile content of a specific entertainment product.

Authors:

MBA. Alejandro Ramírez Kantún

MSc. Javier Alberto Vivas Rejón

Teachers at the Technological University. Division of Administration. Business Career Development.